The NSW Nurses and Midwives' Association (NSWNMA) is a trade union representing nurses and midwives in New South Wales. It advocates for their industrial, professional, and educational interests across public, private, and aged care sectors. Services include legal representation, professional development through the iLearn portal, and insurance benefits. The target audience is nurses and midwives in NSW. The unique selling proposition is collective strength in negotiations for better workplace conditions and pay, offering comprehensive support and benefits to members. This collective strength enhances their ability to advocate effectively for the nursing and midwifery profession[1][3][4].